Definition of Herzberg's theory of motivation
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Herzberg's theory of motivation Definition from Business & Finance Dictionaries & Glossaries
MONASH Marketing Dictionary
a theory of motivation developed by Henry Herzberg in which satisfiers (factors that cause satisfaction) are distinguished from dissatisfiers (factors which cause dissatisfaction). Thus, consumers will compare the number and degree of satisfiers to the number and degree of dissatisfiers before making purchase decisions. See Freudian Motivation Theory; Maslow's Theory of Motivation.2004 (c) Copyright & Reprint Courtesy of the Dept. of Marketing, Faculty of Business and Economics, Monash University; edited by Mr. Don Bradmore.